As connected devices and the Internet of Things (IoT) continue to make strides into our everyday lives, brands may risk losing affinity with consumers, as they begin to disappear into “the framework” of the connected web according Sapient Nitro’s experience design director Daniel Harvey. Speaking to The Drum following a panel session at Digital Shoreditch 2015, Harvey warned that brand marketers will face an onslaught of new challenges as the IoT becomes more prevalent amongst brands and in society as a whole.